Chapter 34

The Growth Share Matrix

The Growth Share Matrix: Purpose

This matrix will be used when you are conducting an audit of your ­product portfolio in which you want to determine whether they should still be produced, and if yes, what level of effort and marketing budget should be allocated to the product manager.

The matrix can be applied to examine the competitive position of all the products in a particular market. When were brands launched? How many upgrades have they had, and what level of resources is being put behind them to sustain their market position?

It is also useful when contemplating a merger to understand the value of the product and its strategic role in generating the turnover of the organization.

The Growth Share Matrix: ...

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